About PUROSI
Upgrading People and Organisations
PUROSI is a human capital development company from Finland created specifically for organisations in Japan.
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With our AI-powered program and science based PUROSI Method we help companies strengthen internal capabilities that drive performance, innovation and productivity while building a culture of psychological safety. Originating from the happiest country in the world, we are on a mission to help organisations achieve global success by combining wellbeing with performance excellence.
Why Japan, Why Now?
Japanese organisations are navigating a period of significant change. Companies today face growing expectations for wellbeing, new demands on leadership and communication, intensifying competition for talent, ageing workforces, and pressure to innovate and perform with fewer resources. At the same time, employees increasingly value clarity, purpose, connection, and more sustainable ways of working.
We believe sustainable performance and success are built when people understand themselves, feel psychologically safe and have the ability to lead themselves and others with intention.
Japan has a powerful cultural foundation built on harmony, trust, reliability, and collective responsibility. These qualities support exceptional quality and strong execution.
At the same time, companies and employees in Japan often experience limited psychological safety, which can affect communication, productivity, decision-making, collaboration, and innovation. People may find it difficult to speak up, ask questions, or propose new ideas. Even with strong processes in place, companies can struggle to innovate and reach their full potential.
No country is perfect, but Finland offers lessons for organisations worldwide. Despite being a small country of just 5.5 million people and having among the shortest working hours, Finland has become a global player with several internationally recognized innovations and companies.
Finnish organisations have found ways to be productive and innovative without sacrificing happiness and wellbeing, with psychological safety playing a key role.
Culture cannot be copy-pasted.
This is why PUROSI does not teach fixed formulas. We guide organisations to discover their own sustainably productive way of working. The PUROSI Method combines the strengths of Finland and Japan: from Finland, proven coaching practices and life principles that support psychological safety; from Japan, dedication, harmony, and community-focused growth.
This cultural synthesis is at the heart of PUROSIâs effectiveness. Together with our clients we build future-ready and globally competitive organisations.
"Organisations today are having to balance the demands of a rapidly changing workforce. The need to attract and retain talent while enhancing productivity is paramount for long-term competitiveness. PUROSI was designed to support companies in navigating these changes and building an engaged, high-performing workforce."
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â Coaches Satu Ahlman & Nora TĂ„g
What Makes PUROSI Unique
PUROSI delivers a research based, practical human capital development solution that is culturally aligned with Japan. Key benefits include:Â
- The only hybrid approach in Japan that strengthens self-awareness, resilience, and self-leadership at scale
- A strong focus on mindset and behaviour change, driving genuine cultural transformation
- PUROSIâs AI Coach AINO is developed by an certified AI coaching pioneer providing highly personal and unlimited reflection opportunities
- A consistent, guided structure that supports busy professionals without increasing the workload of HR teams
- Itâs a method that balances performance, wellbeing, clarity, and human connection
- Upgrading both people and organisations by creating conditions where individuals can perform at their best while remaining grounded and focused on wellbeing
Download Materials
- An overview of PUROSI and our unique approach to personal and professional growth.
- A detailed outline of the program and what it includes.
- Workbook samples that provide a glimpse into the exercises and tools used to support development.
Our PhilosophyÂ
In Finnish, purosi translates to your stream, where puro signifies a small river flowing continuously throughout the year, and si denotes possession, meaning your.
A stream represents steady movement, continuous growth, and natural progress. It reflects our belief that development happens step by step with intention, clarity, and connection to the people and communities around us.
This philosophy guides everything we do at PUROSI.
Growth is human. Growth is continuous. Growth is personal and collective, embracing harmony and shared success.
The Coaches
Satu Ahlman
Performance Coach
Chairman of the Board, Co-Founder
[email protected]
Nora TĂ„g
Certified Business Coach
CEO, Co-Founder
[email protected]
Satu Ahlman is a leadership advisor and performance coach for high-performing individuals and teams. With first-hand experience in C-level and board roles across the Nordics, the Middle East, and most recently Japan, she brings deep strategic insight. Ahlman takes a systemic approach, focusing on optimizing daily mindset and behaviors to strengthen both individual and team capacity, driving sustainable performance.
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"I am a firm believer in a systems approach to life and optimising, balancing and enhancing behaviours, mindsets, resilience, and performance."
-Â Satu Ahlman
 Nora TÄg is a certified business coach and strategic communications advisor with extensive experience supporting global organisations and leadership teams. She is among the first in the world to earn an ICF-certified AI coaching diploma, combining human coaching expertise with advanced AI capability. TÄg is a trusted sparring partner for executives who aspire to high performance while maintaining wellbeing, providing clear guidance, challenge, and strategic perspective.
"My passion is to help individuals, teams, and organisations recognise their potential and build success based on values and strengths."
- Nora TĂ„g
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First and foremost, I would like to say, thank you Ahlman, from the bottom of my heart! With her guidance, I was able to change the direction of my life.
-Â Account Director
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TÄg is an excellent listener and observer. Challenges were approached from various angles as TÄg guided the conversation. Solutions or keys to solutions were always found in our own hands after a shared conversation.
-Â CEO
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Ahlman is a great professional coach with in-depth experience in the business world. She has an excellent practical approach with real-life examples and pushing to think and act outside the norms.
- Director
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Ahlmanâs love for cultural diversity made her successful in all kinds of multicultural environments, quite everywhere in the world. She creates excellent relationships with people and has a strong impact.
-Â Senior Partner
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TÄg is empathetic, understanding, wise, and skilled. She knows how to ask the right questions at the right time. TÄg is a seasoned professional, and her approach to coaching is truly excellent.
-Â Manager
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I was happy to be coached by Ahlman for several months during the past year. Ahlman's ability to make a comprehensive analysis of the client's situation is something unique. She has extensive knowledge of performance, resilience, productivity and human capacity.
-Â CEO
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The coaching process with TÄg was a fantastic journey! TÄg is present and asks questions at the right places, opening up new thoughts. She creates an open and safe space for the coachee to be truly themselves.
-Â Head of AI tech
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TÄg has a wonderful way of connecting with people and genuinely getting to know them with an open mind. TÄg's positivity is contagious, and it was a joy to work on important matters with her.
-Â Manager
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With Ahlmanâs framework of collaboration, honest feedback, and coaching we managed to adopt new habits, stay disciplined and harvest long-term results.
- Executive
